Study On The Development Of Sina NBA Channel Basketball Tournament

This paper is focused on the study of Sina NBA channel, with the use of literature, caseanalysis, and mathematical statistics, analyzing the development of the Sina NBA channelcommunication of basketball games, summarizing the current features of basketball tournament.With the analysis on the spreading page, spreading contents and the characteristics of channels ofSina NBA basketball tournament, this paper tries to find out its current facing bottlenecks andrelative solutions.Through study, the paper finds that Sina NBA channel has its own characteristics inbasketball tournament: large and comprehensive information; timeliness news; diversified andintegrated news sources; for the spreading form with the surplus text, multimedia andthree-dimensional and lastly, the formation of a co-moving situation between passing andaccepting.At the same time, Sina NBA Channel, in the development of communication, the basketballtournament also is faced with a number of bottlenecks: invalid fragmentation spreading;entertainment vulgarization spreading; bad video quality, lack of good social reputation columns;unhealthy guidance of public opinion.According to the problems occurring in basketball tournament of Sina NBA channels, thispaper try to give the following development recommendations: improving the quality ofreporters and editor of the networks; balancing the relationship between commercialization andorientation; improving network technology tools and video quality with R&D; increasinginvestment on basketball brand section: building characteristic brand of basketball with audienceidentity; making sure the supervision work to have a good grasp of the direction of publicopinion.